Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 21 No. 3 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Articles

Kekuatan Digital di Era Gen-Z: Studi Kasus Skintific melalui Pengaruh Beauty Influencer dan Online Customer Review

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  • Aisha Nur Rohmah,
  • Aisyah Zakiyatun Ni’mah,
  • Anni Khoirotul Hisan,
  • Artamefia Amy Herlintang,
  • Athaya Nawang Putri Sari,
  • Ihda Aulia Rahma,
  • Sylvia Anggraeni
Aisha Nur Rohmah
Universitas Sebelas Maret

Published 2025-07-02

Keywords

  • Beauty Influencer,
  • Online Customer Review,
  • Purchase Decision
Copyright Notice

How to Cite

Kekuatan Digital di Era Gen-Z: Studi Kasus Skintific melalui Pengaruh Beauty Influencer dan Online Customer Review. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 21(3), 1-10. https://doi.org/10.2324/v6f95285

Abstract

The high use of social media has influenced consumer behavior 
patterns in purchasing decisions for a product. Digital marketing 
strategies through the use of beauty influencers and online customer 
reviews are important and influence consumer purchasing decisions. This 
study aims to assess the influence of Beauty Influencers and Online 
Customer Reviews on the Purchase Decision of Skintific products among 
Gen-Z. This study uses a quantitative method. The population used 
consists of female students in the Economics Education program at 
Sebelas Maret University who use Skintific products. The sample was 
determined using purposive sampling with a sample size of 80 
individuals, calculated using the Slovin formula. The data obtained were 
analyzed using SPSS version 23, employing multiple linear regression 
analysis, classical assumption tests, t-tests, and the coefficient of 
determination. The results indicate that Beauty Influencers and Online 
Customer Reviews simultaneously have a positive and significant effect 
on the purchase decision for Skintific products. This means that the 
stronger the influence of Beauty Influencers relevant to Gen-Z 
characteristics, supported by positive customer reviews, the greater the 
likelihood of Gen-Z consumers deciding to purchase Skintific products. 
In conclusion, beauty influencers and online customer reviews are 
important factors supporting consumer purchase decisions, especially in 
today's digital competitive landscape. For future researchers, it is 
recommended to include additional variables such as price, product 
quality, and user experience, as well as expand the respondent pool to 
include diverse backgrounds to make the research findings more 
generalizable and comprehensive. 

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